Rainbow Doritos come out to support LGBT youth

Doritos has partnered with the It Gets Better Project for a special initiative: rainbow-colored chips for hungry consumers in exchange for a donation to the organization through the ItGetsBetter.org website.

All proceeds go to It Gets Better, and Doritos' parent company Frito-Lay is covering the shipping costs.

Frito-Lay CMO Ram Krishnan said the chips "show our commitment toward equal rights for the LGBT community and celebrate humanity without exception."

What do the LGBT-flag-inspired chips taste like? Equality, we would imagine — and the snack-maker's signature Cool Ranch flavor.

The Plano, Texas, company is also putting Doritos in the spotlight at the Dallas Pride Parade on September 20 as a sponsor.

Reactions on Twitter have been ecstatic, with salivating fans using the #BOLDANDBETTER hashtag.